As one of the leading business trends today, extended reality (XR) promises to revolutionize the way consumers experience their encounters with brands and products of all kinds. Top brands from Pepsi and Uber to Boeing and the U.S. Army are creating immersive digital experiences that capture the interest and imaginations of their target markets.

InExtended Reality in Practice: 100+ Amazing Ways Virtual, Augmented and Mixed Reality are Changing Business and Society, celebrated futurist, technologist, speaker, and author Bernard Marr delivers a robust and accessible explanation of how all kinds of firms are developing innovative XR solutions to business problems. Youll discover the new ways that companies are harnessing virtual, augmented, and mixed reality to improve consumers perception of their brands. Youll also find out why there are likely to be no industries that will remain untouched by the use of XR, and why these technologies are popular across the commercial, governmental, and nonprofit spectrums.

Perfect for Chief Executive Officers, business owners, leaders, managers, and professionals working in business development,Extended Reality in Practice will also earn a place in the libraries of professionals working within innovation teams seeking an accessible resource on the possibilities and potential created by augmented, virtual, and mixed reality technologies.

An insightful exploration of extended reality from a renowned thought leader, technologist, and futurist

Extended Reality in Practice: 100+ Amazing Ways Virtual, Augmented and Mixed Reality are Changing Business and Society offers readers a front-row seat to one of the most exciting and impactful business trends to find traction in years. Celebrated futurist and author Bernard Marr walks you through the ins and outs of XR, or extended reality, and how it promises to revolutionize everything from the experience of walking through an airport or shopping mall to grabbing a burger at a fast-food restaurant.

Discover insightful and illuminating case studies from businesses and organizations in a variety of industries, including Burger King, BMW, Boeing, and the U.S. Army, and see how theyre turning virtual, mixed, and augmented reality experiences into big wins for their stakeholders.

Youll also find out about how XR can help businesses tackle the problems of lackluster engagement and lukewarm customer loyalty with reinvigorated consumer experiences.

Ideal for executives, founders, business leaders and owners, and professionals of all sorts,Extended Reality in Practice is an indispensable guide to an indispensable new technology. The book is the leading resource for anyone seeking a one-stop reference for augmented, virtual, and mixed reality tech and their limitless potential for enterprise.

BERNARD MARR is an internationally best-selling business author, sought-after keynote speaker, and strategic advisor to companies and governments. He has a regular column in Forbes on AI, the Internet of Things, machine learning, and blockchain. He is CEO of Bernard Marr& Co., and regularly advises businesses on digital transformation and performance.

Introduction 1

1 What Is Extended Reality? 11

2 The Amazing Evolution of XR: A Brief History 23

3 Challenges with XR 33

4 XR in Everyday Life and Business 47

5 Customer Engagement and Retail 61

6 Training and Education 91

7 Healthcare 113

8 Entertainment and Sport 139

9 Real Estate and Construction 165

10 Travel and Hospitality 181

11 Industry and Manufacturing 197

12 Law Enforcement and the Military 217

13 A Look into the Future 231

Acknowledgments 243

About the Author 245

Index 247